Huffington Post Ad Ops Hire Is Key to Revenue Growth

  |  January 5, 2010   |  Comments

Among four high profile ad division hires, the company adds a new director of sales operations, responsible for honing its ad delivery and targeting system.

If The Huffington Post is to grow its ad revenue by six times in the next three years, as promised by its CRO, it not only needs to build its sales team. The publisher also needs to ensure its ad delivery backend is up to snuff. Among four high profile advertising division hires, the publisher has hired a new director of sales operations, responsible for honing Huffington Post's advertising delivery and targeting system for the task at hand.

"I expect our ad revenue to multiply by six times [in the next three years], so it's better to lay the foundation right now," said Greg Coleman, chief revenue officer at The Huffington Post. While working in the advertising division at Yahoo, said Coleman, "The first move I made was to put somebody in the role of ad operations who was extremely strong and talented."

As the site boosts its content, and therefore ad inventory, it is also trying new initiatives that require special technical attention. For instance, Huffington Post recently introduced an offering allowing advertisers to insert paid comments within reader comments and Twitter posts that are aggregated on the site.

"We need to make sure all of that really cool stuff operates effectively," said Coleman.

Brian Kaminsky, who worked with Coleman during his days at Yahoo, was named VP, director of sales operations. Kaminsky most recently served as VP of global revenue operations for Reuters Media. At Yahoo, he was director of operations and business manager, east. He'll start at Huffington Post on January 18, and will be based in the New York office.

The site also created three new senior sales positions for execs who will be based on the East and West Coasts, and in Washington, D.C. Andy Wiedlin, VP of sales, West Coast, hails from MySpace, and worked in sales at Yahoo for five years. Wiedlin will be based in San Francisco and is slated to start with Huffington Post on January 11.

New senior sales execs in New York and D.C. already kicked off their work with the firm Monday. Philip Cara, formerly regional sales director at AOL Advertising and sales and marketing director at Yahoo Consumer Direct was named VP of sales, east coast. He also worked with Coleman at Yahoo, and for a short period at AOL during Coleman's brief stint heading up AOL's advertising unit.

Peter Cherukuri, Huffington Post's new VP and general manager in D.C., will handle political and issue advocacy clients. He was most recently SVP and publisher of beltway publication Roll Call.

Until he left the firm in 2007 after more than six years, Coleman served in various positions at Yahoo including EVP of North American operations and EVP of global ad sales. He played a key role in Yahoo's continuing move towards the integration of search and display.

Additional hires for Huffington Post's sales and marketing teams are anticipated this year, said Coleman. "We're more than doubling our expenditure in the sales and marketing area in 2010 over 2009," he said. Coleman also said, along with selling, the new sales execs "also have a bunch of hiring to do."

Despite the fact that he's hired veterans from Yahoo and AOL, Coleman said, "based on scale and based on [AOL's and Yahoo's audiences], they're certainly not what I would call direct competitors." Instead, Huffington Post has its sights set on more direct competition from The New York Times and The Washington Post, he added.

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Jobs

    • Executive Assistant
      Executive Assistant (Agora Inc. ) - BaltimoreAgora Inc., an international publishing company, located in the Mt. Vernon district of Baltimore, MD...
    • Paid Search Specialist
      Paid Search Specialist (Boathouse, Inc.) - Waltham  Boathouse is looking for a Paid Search Specialist to work as a part of the Digital Acquisition...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New YorkJOB TITLE:     Paid Search / Search Engine Marketing...